Android Ecosystem in SOUTH-EAST ASIA. Whitepaper by Fortumo

Transcription

1 Android Ecosystem in SOUTH-EAST ASIA Whitepaper by Fortumo

2 Introduction This whitepaper gives an overview of Android smartphone owner profiles in five South-East Asian markets: Indonesia, Malaysia, Singapore, Thailand and Vietnam. It covers user spending habits, device preferences as well as distribution channels for Android apps. Fortumo allows any merchant to set up payment processing for web and mobile services, games or apps. Users with a mobile phone are then able to make one-click payments using Fortumo without the need for a credit card: payments are charged to their mobile operator bill instead. Fortumo supports payments in 83 countries through 300 mobile operators. Founded in 2007, Fortumo has offices in Estonia, US, India, China and Singapore and is backed by Intel Capital and Greycroſt Partners. Get started with mobile payments at

3 Markets Overview Android phones* Credit card penetration** Average age GDP per capita (USD, 2013) Indonesia 91,000,000 1% 27,5 3,475 Malaysia 13,600,000 12% 26,1 10,514 Singapore 3,800,000 37% 38,4 55,182 Thailand 22,000,000 5% 33,7 5,779 Vietnam 22,000,000 1% 27,2 1,911 * - Estimation based on Emarketer & GS Statcounter data. ** - Data from TechInAsia ("How ready is Southeast Asia for online payments?") User Spending Behaviour (6 months average, May-October 2014) Monthly ARPPU (USD) Avg transaction (USD) Indonesia Malaysia Singapore Thailand Vietnam 5,07 0,93 13,24 2,25 12,77 5,49 9,32 2,75 2,29 0,54

4 Alternative Android in South-East Asia In addition to Google Play, many Android smartphone owners in South-East Asia are downloading apps from alternative Android app stores. Here is a listing of some of the biggest alternative stores. Make sure to distribute your apps to additional channels to maximize user acquisition and revenue! Mobogenie Mobomarket 9Game Smart Mobile Store Winner Online SingTel Apps

5 How do paying users connect to your game? 23.2% 76.8% If possible, make your game playable offline. In emerging markets, data connectivity can be patchy and this means having a game that doesn t work offline can cause negative user experiences. You should also keep in mind that the larger your app is, the more difficult it will be for users in regions with bad data connectivity to download them. For larger apps, we recommend creating a small initial download version of the app and once the user has installed it, add most of the content through additional downloads. Fortumo s Android SDK also supports offline payments so the user can make in-app purchases even if they do not have data connectivity.

6 TOP 10 Smartphone Brands in South-East Asia TOP 10 Smartphone Models in South-East Asia S4 3.04% Note % Note II 2.95% S III 1.78% Grand % Win 1.69% Y 2.15% Ace % Grand 2.09% Tab % + other models (78.61%)

7 Android OS versions usage in South-East Asian smartphones Others 17,64% Gingerbread 7,18% ( ) Jelly Bean 54,14% ( ) KitKat 21,04% ( ) Screen sizes of South-East Asian smartphones 480x x x x x480 others 28,7% 15.3% 8.6% 8% 7.3% 32,1% Test your app! There are over 18 thousand Android devices out there but you don t need to cover all of them: testing your game on a few very different (screen size & hardware specs) will improve chances of as many users as possible being able to play it. Cutting off a portion of users for using an older version of the OS or a device with a smaller screen could have a big impact on revenue, especially in the emerging markets.

8 User languages in South-East Asian smartphones Device locale is a good indication of what language the user speaks. If the user understands English enough to navigate their phone, they will most likely be able to also understand your game. However, keep in mind that your app needs to be understandable even for users who don t speak the language: using simple terms such as Play and Buy helps with this. It s also a good idea to visualize the main functions of the game (a play icon for playing the game and a shopping cart icon for the in-game store, for example). Vietnam Vietnamese - 94,9% English - 3,8% Others - 1,3% Thailand Thai - 82,4% English - 10,9% Burmese - 2,1% Others - 4,6% Malaysia English - 48,8% Malaysian - 24,8% Chinese - 12,1% Indonesian - 7% Others - 7,3% Singapore English - 89,5% Chinese - 7,5% Others - 2,75% Indonesia Indonesian - 83,5% English - 13,8% Others - 2,7%

9 WANT TO STAY IN TOUCH WITH FORTUMO? twitter.com/fortumo facebook.com/fortumo